Q&A Hero

Q: A questionnaire is _____ to the extent that all information collected addresses a research question and helps a decision maker address a current marketing problem.

Q: When "Out of sight, out of mind" was translated into a foreign language, and then was translated back into English by a language expert in that language to become: "Invisible things are insane," this was an example of _____. a. the linguistic effect b. a loaded question c. back translation d. a counterbiasing statement

Q: _____ is the process of taking a questionnaire that has previously been translated into another language and having a second, independent translator translate it back to the original language. a. Back translation b. Filtering c. Linguistic verification d. Reliability

Q: A tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research is referred to as _____. a. preliminary tabulation b. primary tabulation c. initial tabulation d. back translation

Q: Which of the following allows variables, such as answers from previous questions, to be inserted into unfolding questions on Internet surveys? a. piping software b. interactive software c. error trapping software d. funneling software

Q: Which of the following informs the respondent that he or she has skipped an item or provided implausible information? a. filtering b. prompting c. status bar d. piping software

Q: A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is known as what type of bar? a. drop-down b. radio c. push d. status

Q: If a researcher is interested in which parts of an advertisement catches respondents' attention the most, which of the following would be useful? a. branching question b. filtering question c. status bar d. heat map question

Q: Which type of question conserves space on a questionnaire? a. pivot question b. funnel question c. multi-faceted question d. multiple-grid question

Q: The term used to describe directing respondents to alternative portions of the questionnaire based on their response to a filter question is _____. a. piping b. branching c. splitting d. directing

Q: A question such as: "Have you ever received a speeding ticket? ______ Yes ______ No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of question? a. double-barreled b. leading c. filter d. anchoring

Q: A question that screens out respondents who are not qualified to answer a second question is called a _____ question. a. preliminary b. filter c. qualifying d. sequencing

Q: Two researchers used an Internet survey that takes respondents about 45 minutes to complete. They had a large percentage of respondents that simply just stopped doing the questionnaire, resulting in a large number of incomplete surveys. The respondents who stopped are referred to as _____. a. drop-outs b. orphans c. break-offs d. run-aways

Q: A(n) _____ means the respondent stops answering questions resulting in an incomplete survey. a. termination b. abandonment c. breakoff d. orphan

Q: Survey _____ refers to the ordering of questions through a survey. a. flow b. sequence c. layout d. format

Q: Which of the following involves randomly assigning respondents to answer either the question of interest (embarrassing) or a mundane and unembarrassing question? a. randomized response techniques b. randomized branching techniques c. randomized piping techniques d. randomized filtering techniques

Q: The idea that the first concept measured on a questionnaire frequently becomes a comparison point from which subsequent questions are evaluated by the respondents, is known as a(n) _____. a. loaded effect b. filter effect c. pretest effect d. anchoring effect

Q: Which technique recommends asking general questions before specific questions in order to obtain unbiased responses? a. skip logic technique b. telescoping c. squishing d. funnel technique

Q: When a respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall, what type of mistake has been made in questionnaire design? a. filter effect b. order bias c. double-barreled effect d. loaded effect

Q: In political elections for candidates who are not well-known by many voters, such as judges, it frequently happens that the candidate who is listed first on the ballot receives the most votes, this is an example of a(n) _____. a. Hawthorne effect b. self-fulfilling prophecy c. order bias d. split-ballot technique

Q: Which of the following results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favors one response over another? a. squishing b. telescoping c. sequencing effect d. order bias

Q: When respondents think that recent events took place longer ago than they really did, this is called _____. a. telescoping b. squishing c. faltering d. misredemption

Q: Sammy told a researcher that she has lived in her current house for two years, but in reality, she has lived there for more than five years. Sammy's thinking that moving into her home happened more recently than it actually did is an example of _____. a. cognitive distortion b. telescoping c. selective bias d. bias

Q: Which of the following occurs when respondents believe that past events happened more recently than they actually did? a. telescoping b. squishing c. myopic remembering d. zooming

Q: Which format asks a respondent to remember something and gives them a clue to help? a. cue-based b. recognition c. cognitive assistance d. aided recall

Q: Asking respondents to remember something without providing any clue is called _____. a. unaided recall b. aided recall c. recognition d. cognitive retrieval

Q: "Should Dillard's keep its excellent department store credit card program? ______ Yes ______ No" is an example of _____. a. using a pivot question b. making assumptions c. a double-barreled question d. using a checklist

Q: "Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of what type of question? a. counterbiasing b. open-ended response c. counterbalancing d. double-barreled

Q: A question that may induce bias because it covers more than one issue at once is called a(n) _____. a. complex question b. double-barreled question c. counterbiasing question d. loaded question

Q: When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars made in the U.S." while the other half of the respondents are asked to agree or disagree with the statement: "Cars made in the U.S. are better made than foreign cars," this is an example of using a _____. a. pivot question b. filter question c. double-barreled question d. split-ballot technique

Q: Which of the following uses two alternative phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing? a. split-ballot technique b. split-half reliability c. counterbalancing method d. double-barreled questioning

Q: An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a _____. a. filter question b. lead-in statement c. split-ballot question d. counterbiasing statement

Q: "In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question? a. counterbalancing b. order bias c. double-barreled d. loaded

Q: Which type of question suggests a socially desirable answer or is emotionally charged? a. leading question b. biased question c. loaded question d. slanted question

Q: "What is your favorite hobby, playing video games, or what?" is an example of what type of question? a. loaded b. pivot c. filter d. leading

Q: A(n) _____ question suggests or implies certain answers. a. loaded b. leading c. filter d. double-barreled

Q: All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT _____. a. avoid personal questions b. avoid complexity c. avoid leading questions d. avoid double-barreled questions

Q: Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be _____. a. exhaustive b. mutually exclusive c. positively worded d. balanced

Q: What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply) ______ Savings account ______ Car loan ______ Home mortgage loan a. pivot question b. filter question c. checklist question d. counterbalancing question

Q: Which of the following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon? a. simply-dichotomy question b. checklist question c. time-bound question d. frequency-determination question

Q: Questions that require respondents to choose one and only one response from among several possible alternatives are called _____ questions. a. checklist b. multiple-choice c. forced d. determinant

Q: "Do you own a cell phone? ______ Yes ______ No" is an example of what type of question? a. leading b. simple-dichotomy c. loaded d. open-ended response

Q: Which type of question requires the respondent to choose one of two alternatives? a. simple-dichotomy b. bipolar c. dual-coded d. checklist

Q: Compared to open-ended response questions, fixed-alternative questions _____. a. require less interviewer skill b. take less time c. are easier for the respondent to answer d. all of these choices

Q: All of the following are disadvantages of open-ended response questions EXCEPT _____. a. cost is usually higher than that of administering fixed-alternative questions b. possibility of interviewer bias c. the information provided by responses is not useful to decision makers d. articulate individuals give a large share of the responses but they may not be representative of the entire population

Q: "What is your gender? ______ M ______ F" is an example of what type of question? a. loaded b. leading c. fixed-alternative d. bipolar

Q: Another term for fixed-alternative questions is ______ questions. a. open-ended response b. closed-ended c. pivot d. concise

Q: "Name five brands of toothpaste" is an example of what type of question? a. fixed-alternative b. pivot c. open-ended response d. filter

Q: A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) _____. a. sentence completion question b. unbalanced question c. fixed-alternative question d. open-ended question

Q: A questionnaire that collects information that is valid is said to be _____. a. relevant b. accurate c. counterbalanced d. balanced

Q: Which of the following refers to the extent that all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem? a. relevant b. accuracy c. frequency d. counterbalanced

Q: Preliminary tabulations from pretests can provide meaningful information to researchers.

Q: Pretests require statistical samples for them to provide meaningful information to researchers.

Q: Funneling software allows question answers from previous questions to be inserted into later questions in an Internet survey.

Q: Survey technology can force respondents to answer questions by not allowing them to continue through the survey until they provide an answer.

Q: A status bar in an Internet survey gives respondents an indication of questionnaire length.

Q: A heat map question is used in geographical positioning studies.

Q: A multiple-grid question includes several questions of the same format all arranged in a grid format.

Q: The question, "Did you watch the Super Bowl?" on a survey about Super Bowl advertising effects is an example of a funneling question.

Q: A knock-out means the respondent stops answering questions resulting in an incomplete survey.

Q: Asking general questions before specific questions in order to obtain unbiased responses is called telescoping.

Q: Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.

Q: Two consequences of respondents' forgetting the exact details of their behavior are called telescoping and squishing.

Q: A question covering several issues at once is referred to as a leading question.

Q: A counterbiasing technique is used with the expectation that two alternative phrasings of the same question will yield a more accurate total response than will a single phrasing.

Q: A loaded question is one that is very long and taxing on respondents.

Q: Surveys used in telephone interviews should be written in a conversational style.

Q: A frequency-determination question allows the respondent to provide multiple answers to a single question.

Q: A fixed-alternative question is better than an open-ended question because it reduces the possibility of respondents giving socially-desirable answers.

Q: Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

Q: It is best to use open-ended questions when the sampling frame consists of respondents with varying levels of education.

Q: One advantage of open-ended response questions is the possibility that interviewer bias will affect the results.

Q: The cost of administering open-ended questions is much higher than that of administering fixed-alternative questions.

Q: Open-ended response questions are valuable at the beginning of personal interview sessions.

Q: Open-ended response questions are frequently used in causal research.

Q: Open-ended response questions give respondents a large number of specific alternative responses.

Q: Question wording and sequence can substantially influence accuracy.

Q: There is no step-by-step procedure for ensuring accuracy in question writing that can be generalized across projects.

Q: Accuracy means that the information collected from a questionnaire is valid.

Q: A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.